First step to dramatically boosting your marketing effectiveness

Posted on July 02, 2009

Summary Too much marketing is impersonal and "me too." Make your marketing personal, emotional, and human.

Too much marketing is impersonal and "me too."

Make your marketing personal, emotional, and human.

Start saying "I" a lot more. Talk to your prospect directly by saying "You" a lot more too.

It's harder to copy your personality than a slogan. It's easier to connect with a human than generic language. 

And while you're at it, stop saying "we're the best." Show them, paint a picture, and lead them to realizing it on their own. Make it obvious but discoverable.

The secret to good marketing isn't fancy slogans or perfect copy. It's about connecting and relating. It's much harder to do that while being inhuman and generic even if it makes for excellent academic prose.


UPDATE: I received a couple great comments from readers after this post was published. Here are two that I found particularly insightful:

Sterling "Chip" Camden said...

Instead of "we're the best", how about "let's make you the best."

The always insightful Jake Poinier, consultant and blogger at Dr. Freelance, wrote in:

Yep, it kills me how many of my clients instinctively want to stamp "we" on everything, even in a letter from the CEO. I suspect they think it makes them sound bigger and more important, when the reality is that it just makes them sound impersonal.

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